3.1: Strategic Imperatives
As a marketer, the ultimate brand strategy impact is seeing proof that you are achieving brand growth and growing your customer base. Brand managers are responsible for using long-term plans, referred to as strategic imperatives, to create a distinct brand identity, grow consumer loyalty, and support a brand's quest for dominant market share. Strategic brand imperatives are goals used and often refreshed to define a brand as a unique collection of visual elements, values, feelings, and characteristics you want people to associate with your name and products.
A critical role of brand managers is monitoring the components of the brand architecture. The first step in analyzing the brand architecture is to conduct a brand audit. This resource describes how and why it is critical to carefully examine your company's business and marketing plans.
Strategies are visual tools brand managers rely on to identify strengths, opportunities, weaknesses, and threats. In your glossary of key theories and models, draw out The P-O-L-C Framework, both the chart and model. Then define each stage.
This article explores the relationship between customer satisfaction and brand loyalty and the mediators that exist between these constructs in the e-shopping environment that can be applied to other sectors. Apply your knowledge of brand loyalty and the process of cultivating brand loyalists to determine the impact on customer relationship management strategies.